Morton Salt: The One Moment

Credits & Description:

Morton Salt and award-winning rock band OK Go today unveiled a new music video unlike any other to date – “The One Moment” – which takes place in 4.2 seconds of real time. The video then unfolds in slow motion to demonstrate that it only takes a moment to create more brightness in the world.
Chicago-based Morton Salt collaborated with OK Go – a band with Chicago roots – to create a music video that would reintroduce the brand in an unexpected way and bring a unique perspective around how important one moment in time can be.
"The song ‘The One Moment’ is about those moments in life when you are most alive, the moments that truly matter, the moments when everything changes. It’s the perfect song for Morton’s message about stepping up and making a difference,” says Damian Kulash, OK Go's lead singer, who directed the video. “We shot the video in a single moment to bring this feeling to life. We want to show that a single moment can contain so much wonder, so much beauty, and so much change. We hope it helps inspire people to use their moments wisely."
To develop “The One Moment” music video, OK Go created and interacted with more than 325 choreographed moments.
Shot in varying slow motion speeds, the video is a visual display of color, energy, and action that capture the amazing things that can happen in a moment.
The video also features several one-of-a-kind innovators who are making a positive impact in the world. Their remarkable stories are told through video hot spots allowing viewers to learn and do more to support their causes.
Media: Web Film
Category: Other
Client: OK Go/Morton Salt
Agency: -
Director: Damian Kulash
Executive Producer: Justin Pollock
DoP: Shawn Kim
Executive Producer: Jackie Kelman Bisbee (Park Pictures)
Director: Damian Kulash (Park Pictures)
Executive Producer: Justin Pollock (Park Pictures)
Freelance: Shawn Kim (Park Pictures)
Chief Creative Officer: Joe Sciarrotta (Ogilvy)
Executive Creative Director: David Hernandez (Ogilvy)
Creative Director: Amy Gozalka (Ogilvy)
Associate Creative Director: Kara Coyle (Ogilvy)
Executive Producer: Gayle Mccormick (Ogilvy)
Senior Producer: Annie Larimer (Ogilvy)
Advertising Agency: Ogilvy & Mather, Chicago
Production Company: Park Pictures, New York
Editor: Cass Vanini
Editing Company: Work Editorial
Synopsis:
The song “The One Moment” is a celebration of those moments in life when we are most alive. Humans are not equipped to understand our own temporariness; It will never stop being deeply beautiful, deeply confusing, and deeply sad that our lives and our world are so fleeting. We have only these few moments. Luckily, among them there are a few that really matter, and it’s our job to find them. For the video, we tried to represent this idea literally — we shot it in a single moment constructing a sequence of total chaos and confusion, then unraveled it to discover the beauty, wonder, and structure within.
Synopsis:
Despite being perceived as ‘just table salt,’ Morton Salt has been making small, everyday moments brighter for over a century. To shake off its dusty image, the 168-year-old brand consciously decided to forgo traditional ads and instead joined forces with an unlikely partner—rock band OK Go. Together, the two set out to prove that even the smallest moments can hold an incredible amount of impact, creating a 4.2 second music video that reveals over four minutes of mesmerizing wonder. The highly ambitious and visually disruptive video instantly went viral, jolting Morton from back-of-the-cupboard to the top of everyone’s Facebook feeds. Tasked with transforming an outdated, untalked-about salt brand into a modern, relevant brand amongst millennials, this bold and untraditional approach not only ensured Morton’s brand and message were seen, but was watched and re-watched by millions of people.